Ford Allison, Moodie Crawford, MacKintosh Anne M, Hastings Gerard
1 Centre for Tobacco Control Research, Institute for Social Marketing, University of Stirling, Stirlingshire FK9 4LA, UK2 UK Centre for Tobacco Control Studies, University of Stirling, Stirlingshire FK9 4LA, UK
1 Centre for Tobacco Control Research, Institute for Social Marketing, University of Stirling, Stirlingshire FK9 4LA, UK.
Eur J Public Health. 2014 Jun;24(3):464-8. doi: 10.1093/eurpub/ckt161. Epub 2013 Oct 23.
To reduce the possibility of cigarette appearance misleading consumers about harm caused by the product, the European Commission's draft Tobacco Products Directive proposed banning cigarettes <7.5 mm in diameter. It appears however, following a plenary vote in the European Parliament, that this will not be part of the final Tobacco Products Directive. To reduce the appeal of cigarettes, the Australian Government banned the use of branding on cigarettes and stipulated a maximum cigarette length as part of the Tobacco Plain Packaging Act. We explored the role, if any, of cigarette appearance on perceptions of appeal and harm among adolescents.
Focus group research with 15-year-olds (N = 48) was conducted in Glasgow (Scotland) to explore young people's perceptions of eight cigarettes differing in length, diameter, colour and decorative design.
Slim and superslim cigarettes with white filter tips and decorative features were viewed most favourably and rated most attractive across gender and socio-economic groups. The slimmer diameters of these cigarettes communicated weaker tasting and less harmful looking cigarettes. This was closely linked to appeal as thinness implied a more pleasant and palatable smoke for young smokers. A long brown cigarette was viewed as particularly unattractive and communicated a stronger and more harmful product.
This exploratory study provides some support that standardising cigarette appearance could reduce the appeal of cigarettes in adolescents and reduce the opportunity for stick design to mislead young smokers in terms of harm.
为降低香烟外观可能误导消费者对产品危害认知的可能性，欧盟委员会的《烟草产品指令》草案提议禁止直径小于7.5毫米的香烟。然而，在欧洲议会全体会议投票后，这似乎不会成为最终《烟草产品指令》的一部分。为降低香烟的吸引力，澳大利亚政府禁止在香烟上使用品牌标识，并在《烟草平装法案》中规定了香烟的最大长度。我们探讨了香烟外观在青少年对吸引力和危害认知方面所起的作用（若有）。
在格拉斯哥（苏格兰）对15岁青少年（N = 48）进行了焦点小组研究，以探究年轻人对八款长度、直径、颜色和装饰设计各异的香烟的看法。
白色过滤嘴且带有装饰特征的细长型和超细长型香烟在各性别和社会经济群体中最受青睐，被评为最具吸引力。这些香烟较细的直径传达出味道较淡、危害较小的印象。这与吸引力密切相关，因为细的外形意味着对年轻吸烟者来说烟雾更宜人、更可口。一款棕色长香烟被认为特别缺乏吸引力，传达出一种危害更大的产品形象。
这项探索性研究提供了一些支持证据，表明规范香烟外观可以降低香烟对青少年的吸引力，并减少烟支设计在危害方面误导年轻吸烟者的可能性。
